Muhammed Ayfan
Digital Marketing Analytics And Conversion Rate Optimisation Professional | UAE Golden Visa Holder
Al Nahdha2 - Dubai
Summary
Digital Marketing Analytics and Conversion Rate Optimation Professional with 8+ years of experience in various industries like Travel & Hospitality, Airlines, Retail, E-commerce, Pharmaceuticals, Healthcare, Travel & Hospitality, Automotive etc
Overview
10
10
years of professional experience
18
18
years of post-secondary education
5
5
Certifications
4
4
Languages
Work History
Senior Data Specialist
Concentrix, Etisalat (Contract)
08.2023 - Current
- Leading Google Analytics4 & Firebase Implementation.
- Lead Google Universal Analytics 360 to GA4 migrations.
- Creating tracking plans for GA4 migrations and Firebase Analytics.
- Working closely with Data teams on Business Intelligence Projects using Power BI, Tableau and Looker Studio.
- Acting as a primary point of contact for Google Analytics to Adobe Analytics migration projects.
Senior Digital Data Analyst
VMLY&R
12.2022 - 05.2023
- Lead Google Analytics4 migration using GTM and robust datalayers for tourism client.
- Developed data-driven hypothesis for Digital Optimization Projects. (A/B Test, Heatmaps, Peronalisations)
- Campaign Strategy and Campaign reporting automation using Looker Studio and Power BI.
- Social Media Analytics and Brand Monitoring using Meltwater, Amplitude, Campayn etc.
- Digital Data enabling for the internal CDP.
Lead Digital Analytics and Optimization
Accenture (Contract)
6 2022 - 11.2022
- Leading Digital Analytics and Optimization for Saudia Airlines.
- Lead Google Universal Analytics to GA4 migrations.
- Implementing tracking using javascript dataLayers and HTML/CSS parameters.
- Working closely with multiple stakeholders for Data Science projects using Python, SQL and Business Intelligence using Power BI and Looker Studio.
- Defining CRO hypothesis and strategies for Digital optimization and user acquisition.
Conversion Rate Optimization and Growth Manager
Al Futtaim Group
01.2021 - 06.2022
- Leading Digital Analytics (Google Analytics 360, GA4, Google tag Manager) and CRO (Insider, Hotjar) for 16 Al Futtaim Auto brands like Toyota, Honda, Lexus, Chrysler, Jeep, Dodge, Volvo etc.
- Define the tracking methodology by using dataLayers, Javscripts, HTML,CSS, etc and Dom scrapping to validate the implementation.
- Managing Digital Agencies for Digital Analytics, SEO, CRO projects.
- Working closely with Data team on data projects like using tools like Tableau, Python etc.
- Defining hypothesis for Digital Optimization, A/B Test and Personalization.
SME - Digital Analytics
SEERA GROUP (Tajawal, Almosafer)
08.2019 - 01.2021
- Website tracking implementation using Google Tag Manager to get data in Google Analytics 360 and Adjust etc.
- Defining dataLayers to be implemented wherever needed using javascript and educate the developers on the same.
- Set-up future proof triggers in GTM using dataLayers, HTML,CSS.
- Tealium CDP implementation for user profiling and create audience based on CDP data for Paid Media Campaigns.
- Digital Analytics consulting for Dubai tourism projects.
- A/B Testing and MVT testing for using Google Optimize.
- Extracting data for business intelligence using BigQuery and SQL.
Conversion Rate Optimization Lead - Global
BMC Software
10.2018 - 08.2019
- Digital Strategy and Conversion Rate Optimization.
- Media Campaign and Landing Page Optimization based on data.
- Leading planning, hypothesis, and creating A/B tests, MV tests, and Experience tests for BMC Global website using Adobe Target.
- Website content management and refreshing the contents Monthly/Quarterly basis for CRO.
- Leading a content management and SEO team of 5 people.
Senior Digital Analytics Specialist
Epsilon (Publics Groupe Agency) & LG
06.2014 - 12.2018
- Google Analytics Premium 360` Implementation using Google Tag Manager (GTM), Javascripts, Custom HTML/CSS.
- A/B Testing , Personalization and other CRO activities using Google Optimize, Hotjar, Crazyegg, Qualtrics etc.
- Paid Media Reporting using Salesforce Dataroma, Datastudio and Powerpoint for the C-level on a weekly, monthly and quarterly basis.
- Keyword Research and technical SEO.
- Automated Digital Analytics Audit using ObservePoint and Google Analytics Premium 360.
- Digital Marketing Consulting (SEO,PPC,SMM) for multiple clients.
Education
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Visvesvaraya Technological University
07.2010 - 05.2014
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HSE Kerala
06.2008 - 05.2010
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CBSE New Delhi
06.1996 - 05.2008
Skills
Website Analytics Implementation, Engagement & Media Performance Reporting
Website Analytics Tools - Google Analytics 360' Premium, Adobe Analytics
Tag Management - Google Tag Manager - GTM, Dynamic Tag Manager - DTM
SEO and Growth Marketing
Reporting Insights - Google Data Studio, Adobe Discover, Dataroma, Ms-Excel, PowerPoint
Digital Paid Media Advertising and Campaign Optimisation
Digital Optimisation - A/B & Multivariate Testing and Personalization
Certification
Google Analytics Individual Qualification
Timeline
Senior Data Specialist
Concentrix, Etisalat (Contract)
08.2023 - Current
Senior Digital Data Analyst
VMLY&R
12.2022 - 05.2023
Conversion Rate Optimization and Growth Manager
Al Futtaim Group
01.2021 - 06.2022
SME - Digital Analytics
SEERA GROUP (Tajawal, Almosafer)
08.2019 - 01.2021
Conversion Rate Optimization Lead - Global
BMC Software
10.2018 - 08.2019
Senior Digital Analytics Specialist
Epsilon (Publics Groupe Agency) & LG
06.2014 - 12.2018
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Visvesvaraya Technological University
07.2010 - 05.2014
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HSE Kerala
06.2008 - 05.2010
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CBSE New Delhi
06.1996 - 05.2008
Lead Digital Analytics and Optimization
Accenture (Contract)
6 2022 - 11.2022